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ONLINE SHOPPING: SATISFACTION GUARANTEED?

Posted on November 22, 2001

      A September 2001 survey from Retail Forward finds that although 64% of US internet users are satisfied with their online shopping experience, only 2% say their experience is free of frustration. Retail Forward determined that advertisements annoy e-shoppers most -- 52% say pop-up boxes on retail websites are frustrating and 50% say the same about banner ads.

      Retail Forward surveyed 544 internet users between 27 September and 9 October 2001 to find that e-shoppers mostly cite the following suggestions for retailers to improve the online experience: sites should feature a running tally of total cost of merchandise in cart (including shipping and handling charges), sites should remove ads and improve website navigation.

      eMarketer's 2001 US Holiday Shopping Report presents data from a Cognitiative and Greenfield Online survey which found that in 2000, 70% of US consumers felt that their online shopping experiences met their expectations -- a similar percentage to the Retail Forward findings. However, only 23% said their experience exceeded their expectations.

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